Director, Digital Growth

Description

Summary

The Director of Digital Growth is responsible for Sunward Federal Credit Union’s digital member acquisition strategy, channel performance, and budget. This role owns the end-to-end digital funnel—from the moment a prospective member first encounters Sunward online through application, account opening, early activation, and relationship deepening that turns a new account into an engaged member. That ownership includes setting the channel acquisition targets, tracking ROI, and making credible reallocation cases to leadership when performance data warrants a shift. 

The Director is responsible for Sunward’s digital performance narrative, translating platform and channel data into clear, accountable updates for the digital team and executive leadership. This role is also responsible for driving cross-functional alignment across Marketing, Product, Lending, Retail, and the Contact Center so that growth strategy is understood, shared, and acted on. This role carries broad full-funnel accountability with limited hierarchy, requiring the judgment to prioritize, the analytical credibility to influence without direct authority, and the resilience to lead through change as Sunward’s digital and data infrastructure continue to mature. 

Essential Functions

Digital Member Acquisition Strategy

• Own the end-to-end digital acquisition funnel from awareness through account opening to early adoption and activation.
• Set acquisition strategy, define the channel mix, track conversion performance, and make reallocation cases when the data warrants it.
• Understand why members choose Sunward digitally and what gets in the way of that choice.
• Monitor competitive dynamics, including what fintechs and peer institutions are doing to win new accounts and deposits, and work with the VP of Digital Products & Experiences to build Sunward’s strategic response.

Budget & ROI Accountability

• Manage Sunward’s digital budget and own accountability for what it produces.
• Own the plan, track performance against it, explain variance, and make credible cases to leadership when priorities need to shift.
• Build financial models and growth projections.

Digital Performance Narrative

• Own Sunward’s monthly digital channel performance updates — the analysis, the framing, the story, and the accountability for what it says.
• Partner with Digital Analysts, Product Managers, and the data team to ensure platform data is accurate; own what that data means and what actions it drives.
• Present performance updates to digital and executive leadership with clarity and accountability.

Digital Channel & Self-Service Adoption

• Track how members move between digital and non-digital channels and identify where self-service adoption is strong and where it lags.
• Work with VP of Digital Products & Experiences to develop strategies that shift member behavior toward digital self-service in ways that improve both member experience and operational efficiency.
• Monitor digital banking platform adoption (including Alkami and adjacent tools) and translate usage data into actionable channel strategy.

Cross-Functional Growth Alignment

• Align Marketing, Product, Lending, Retail, and Contact Center around a shared growth direction through the quality of analysis and credibility of recommendations.
• Operate effectively in rooms where this role does not control the outcome and build the relationships that make alignment possible before it’s needed.
• Contribute to Sunward’s digital strategy and roadmap with the growth and acquisition lens—how members find Sunward, choose Sunward, and stay with Sunward.
• Ensure digital growth strategies comply with regulatory requirements and risk standards.
• Partner with Risk/Compliance to mitigate acquisition and channel risks.

Team & Culture Leadership

• Build, lead, and develop a high-performing team of product managers and digital analysts.
• Establish clear roles, accountability, performance expectations, and career paths.
• Foster a culture of ownership, experimentation, continuous improvement, and alignment to Sunward’s Key Results.

Requirements

Qualifications

Experience

• 8+ years in digital growth, digital marketing, product management, or a closely related field.
• Experience in financial services, fintech, or a similarly regulated and member/customer-centric environment required.
• Track record of cross-functional influence without direct authority in a matrixed organization.

Education